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To the Editor:I'm disappointed that Ford Motor Co. will not offer the new European Mondeo in the United States. Ford's expressed reasons are the poor sales of its previous form (Contour) and its position in the product lineup.
As a Ford sales consultant, I believe that if Ford does not offer this car here, it will again deny this market access to a true world performer and image booster.
Ford can be the top world automaker if it uses its present global resources properly, if it has real car guys making decisions and if it listens to the real car guys that represent Ford and its products in showrooms. We car guys meet potential customers every day and know why they buy or do not buy.
The factors leading to the Contour's demise in the U.S. market - rear legroom, poor marketing and performance of the base model - are all easily addressed with the proper introduction of the Mondeo to the United States.
Although the Ford Focus is the best value for the money in its category, the Mondeo could be aimed at the person who wants more room, power and performance than the Focus. The Mondeo still offers a European sporty flavor to those who would normally consider the Volkswagen Passat or a Japanese competitor. It already has proved itself in Europe. The Mondeo could fill the younger market gap that the Taurus does not appeal to.
How long will Ford wait for other automakers to take a bigger bite in growing segments before Ford jumps in?